The lunar new year sale for 2024 is live. Is it just me or is this sale kinda hidden? Should last until February 15th

Is this the first year its hosted by Steam China? Used to be more "grand" with collectible.

Found it in the store easily.

I had to Google it as it doesn't show up in the store search

Why would I want to purchase games from a sale, if none of them can be played in English?